Our Principles in Action
We have introduced Marine Stewardship Council (MSC) certified fish for a selection of SHEBA® and WHISKAS® cat food varieties in Europe. This followed our commitment in March 2010 to source all fish globally from sustainable sources by 2020 — a pet food industry first. We are also working to remove fishmeal from our API® fish foods worldwide, to minimize our impact on the marine food chain. In the U.S., we are working toward our target by following the sourcing recommendations set by the Monterey Bay Aquarium Seafood Watch® program for three varieties of SHEBA® cat food.
The PEDIGREE® Adoption Drive is active in 28 countries and helps rescue thousands of dogs from shelters every year. The success of the PEDIGREE® Adoption Drive led to the creation of the PEDIGREE® Foundation in 2008. Since then, the PEDIGREE® Foundation has awarded grants of more than US$4 million to thousands of shelters and dog rescue groups in the U.S. alone.
We work to highlight the benefits of having a pet and to educate people to be responsible pet owners. Our campaigns encourage owners to exercise with their pets and our research explores how pet ownership can help human health and development.